Filipino brand Jellytime rolls out condom line with HIV awareness advocacy

Jellytime has launched its own line of condoms in the Philippines, backing the move with a direct HIV-awareness push as the country battles one of the fastest-growing infection rates in Asia.

The local wellness brand - known for its cheeky, sex-positive tone - is co-founded by Ava Daza, who said the launch is a natural extension of Jellytime's mission: to normalise conversations around sex, protection, and pleasure.

"The Philippines is experiencing one of the highest infection rates for HIV, and we're trying to encourage safe sex through the use of condoms," said Daza, as quoted by ABS-CBN. "We also want to empower women to be comfortable carrying these!"

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The launch comes with a campaign dubbed #JustInCase, urging Filipinos - especially younger users and women - to take control of their health without shame. "Whether you're protecting yourself from STIS or avoiding unplanned pregnancy, this should be a normal part of self-care," Daza added.

A video campaign leans into humour and relatability, set in an everyday coffee bar. The main spot follows a flirtatious daydream sequence where a woman fantasises about the barista - only to cut back to reality with a wry twist: she's simply prepared with a pack of Jellytime condoms in her bag.

Shorter companion clips highlight product advantages, underscoring claims such as "25% more lube" and taglines such as "not all condoms are made equal" and "make the right choice today."

The condoms come in two variants: Ultra Thin, designed for a skin-to-skin feel without compromising safety, and Extra Feels, textured with ribs and dots, contoured to enhance sensation. Both are made with premium latex, FDA-approved, and available in 3s and 10s packs via Watsons, Shopee, Lazada, TikTok Shop, and Jellytime's website.

The awareness gap shaped both the product and the campaign behind it. With the #JustInCase campaign, Jellytime flips the script - framing condoms not as an awkward afterthought, but as a proactive and empowering part of one's wellness routine.

"I grew up surrounded by people I love - friends, family - whose lives were deeply impacted simply because they lacked access to protection or the right information," Daza told Daily Tribune. "It wasn't carelessness. Most of the time, it was just not knowing what was available or what their options were."

In 2017, the Philippines was reported to have the fastest-growing HIV/AIDS epidemic in the Asia-Pacific, with new infections rising by 140% over six years. According to UNAIDS, the country recorded a staggering 543% increase in new HIV infections between 2010 and 2023 - underscoring how urgent and far-reaching the epidemic has become.

The launch also marks an expansion of Jellytime's lineup, which already includes lubricants and sex toys - but more than that, it deepens the brand's commitment to sexual wellness. "We're not just a condom brand," Daza said. "We're creating a conversation. A safe, inclusive, and empowering space - especially for women - to feel seen and heard when it comes to their sexual health."

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